GENERAL COSTS OF ADVERTISING
Prices are related to demand as supply is fixed
ITV1 Network and Regional Spot Costs – An
at an average of 7 minutes commercial airtime
example:
per hour. Easter, November and the first 2
weeks of December are normally the most
As ITV1 is sold on a regional basis, brands
expensive times to buy a campaign.
can target specific regions to come within a
tight budget. For example, a local Granada
Variations in advertising cost occur depending
advertiser could buy a package of airtime – 10
upon the time of day, viewing figures
X 30 second spots, 3 peak + 7 off-peak, for
(audience delivery), number of advertisers in
£14,600. This cost would also include a pro-
the same product field, time of year etc.
duction subsidy to contribute to the cost of
making a television commercial.
Audience delivery is measured in television
ratings (TVRs). A TVR is defined as the
Production costs
percentage of a particular audience that has
Don’t forget you still need to budget for
seen a commercial break. Therefore, 10 Adult
production costs and these can be as cheap or
TVRs = 10% of all Adults saw the commercial
expensive as you like. Most start from £3000
break. Prices of advertising campaigns are
and you’ll be amazed what can be achieved on
based on ratings.
a tight budget. To find out more see our
‘Producing a TV ad’ feature in this magazine.
Core target Audiences are Housewives, Adults,
Men, Women, Children and these groups can
Source: Roy Stafford of In the Picture – the media
be further broken down into sub-groups
education magazine, and
www.itvmedia.co.uk.
enabling an advertiser to target his product to
Businessmen or Men aged 16-34 etc.
Resources:
www.inthepicture.pwp.blueyonder.co.uk
www.channel4sales.com/home
www.idigitalsales.co.uk/advertising/television-advertising
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